New brand and new look for CAP
Debt counselling charity Christians Against Poverty has revealed a brand–new look to bring clarity to its expanding ministry.
The new green CAP logo has been designed to communicate the friendly but professional service that has saved the lives of thousands of clients – as well as ensure a good reputation with both the finance industry and our supporters.
It is the first new look for the organisation in six years and has been timed to show the wide variety of ways CAP is now working, through the local church, to tackle poverty on their doorstep.
Founder and international director John Kirkby said: “Seventeen years ago we began our debt counselling work and began partnering with churches around the UK and this is what we’re best known for and is the major part of what we do.
“We were often asked by people how to avoid debt and so in 2009, introduced our debt prevention arm: the CAP Money Course. Churches really got behind this need for financial education in their communities and now around 10,000 people go on the course every year!
“In response to feedback from course leaders, we have diversified to address the issues of specific groups so we now offer CAP Money Students, CAP Money Youth, CAP Money Ministers and will be launching CAP Money Prisons in the future.”
John added: “We also have a very exciting development this year, CAP Jobclubs – a brand–new ministry to help people who are unemployed which we’re launching in Westminster in March 2013.”
Four in ten of those who call CAP’s helpline are so stressed by their financial
situation that they feel suicidal. The new look and new website (now live) have been carefully designed to make it easy for stressed people to understand easily.
The green colour was chosen to represent both the growth of the charity and the personal growth seen in the lives of the people CAP helps. The lettering rises to reflect how clients are lifted out of their difficulties.
The charity has been planning this rebranding for a year enabling CAP to make efficient use of old stocks of literature in our centres.